Shein on 22 August launched a design competition series titled “Shein X 100K Challenge”. In the four-episode series, 30 emerging designers will compete for a chance to win the $100,000 grand prize. The top five finalists will also get the opportunity to fly to Los Angeles for a finale fashion show. The series is seen as the climax of the Shein X incubator programme that was launched back in April. 

Shein said in a statement that the project will help designers “take their brands to new heights”. Designs made by the contestants will be sold on the company’s website and will be featured in its upcoming Fall/Winter 2021 virtual fashion show. 

Khloé Kardashian, Law Roach, Christian Siriano, Jenna Lyons and Laurel Pantin will be the judges for the show. However, when the judges announced their participation in the show via their social media, their fans and followers, as well as members of the fashion community, expressed their disappointment.

Despite the fact that Shein is a major player in the US market, it hasn't gained the goodwill from the fashion community. Shein is deemed a controversial retail company with a long list of accusations, from unethical labour practices and sustainability issues to copycat allegations. As reported by Jing Daily, Shein's knock-offs also have ethical and environmental repercussions. 

The show is seen as Shein’s effort to offset recurring infringement issues within the industry, offering emerging talents a potential revenue stream while at the same gaining exposure from its global Gen Z audience. 

The series is available to stream on Shein’s app and YouTube channel. The winner will be announced on 12 September.